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18.1.1.1 how has brand equity evolved into service-based brand equity -…
18.1.1.1 how has brand equity evolved into service-based brand equity
intro
brand equity - brand's long term customer franchise and financial value
brand equity - express asset value of investments in channel rels and business rels
shift from having 4 separate perspectives of brand equity to having 1 integrated perspective
conc
obtaining marketer's goals may result in the generation of brand equity
creating value for the customer
winning in the product marketplace
4 perspectives
see other mindmap
companies may follow different perspectives/ strategies of brand equity
service-based brand equity -
Brodie, Glynn and Little, 2006
service-brand equity - the differential effect of brand in co-creation of value bet org, customers and network of stakeholders
equity generated by marketing is:
more customer aware
focus on image of brand
includes value generated from customer and org rels
uses SDL
SDL - a re-oriented philosophy that is applicable to all marketing offerings
focus on integrated role of brand in value-adding processes
perceptions in this framework:
customer
employee
org
3 types of marketing influencing these perceptions:
1. external marketing
- comms bet org and customers + stakeholders -
make promises
ab service offer
brand image w company image
2. interactive marketing
- interactions bet ppl working within org/ network and end-customers that create service exp associated w
delivering promises
ab the service
3. internal marketing
- resources and processes
enabling and facilitating promises
ab service offers involving org and ppl working in org
employee trust and company trust
suggests broader contexts to examine impact of brand
service brands
facilitate and mediate marketing processes used to realize that experiences that drive co-creation of value
fundamental asset/resource that a marketing org uses in developing service-based competency and hence competitive adv
see diagram